I have noticed recently they seem to have an influx of American sourced watches, no idea if it makes a difference but they have a number listed with USA flags in the listings.
They've begun a 'marketplace', a little like C24, however they are being very conservative about which 3rd party sellers they are allowing as they want to maintain the same 'buying experience ' I presume that if it goes well they may go full C24 model in the future, but who knows?